What marketers don’t want you to know about Persona Behaviour!

Marketing is an interesting profession, a mixture of art and science like any other, full of different ideas.

One of the core ideas of marketing, the concept of market segmentation, is also the most dangerous.  Marketers don’t want you to know that segmentation does not matter, behaviours matter.  The simple story of two newlywed couples illustrates this clearly.  The first couple in their early thirties get married, buy a condo, fridge and stove.  Another couple, both recently divorced, get married, buy a condo, fridge and stove.

Conventional market segmentation would have missed one couple, and depending on the market where they bought their condo, probably both.

Observing Persona Behaviour and simply giving the couples a chance to declare their intention directly or indirectly and allows you to serve both.

Do you have any stories about Marketing Myths?

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